Leah Gaynor

Leah Gaynor’s practice revolves around the communication of fashion discourse, particularly sustainable and ethical fashion, within and outside the fashion industry.

In In-Store Merchandise: Decoding Fast Fashion’s Sustainable Fashion Communication, Leah Gaynor explores how fast fashion companies communicate their supposed sustainable fashion practices through in-shop merchandise. While focusing on swing tags and signage, Gaynor provides a useful lens through which to understand the broader issue of sustainability in the fast fashion industry.
Fast fashion retailers are increasingly demonstrating their attention to sustainability by incorporating in-store merchandise as a means to convey their alleged sustainable practices. Hence, when you walk into a fast fashion shop, you are likely to see swing tags on the garments with information about the sustainability of the garments. Statements like "Made with Recycled Polyester" or "Made with Circularity in Mind" are not uncommon. In-Store Merchandise challenges these communication strategies and  highlights the need for consumers to be cautious of the advertising strategies used by fast fashion companies.